Title

The Impact of Cultural and Religious Values on Adoption of Innovation

Abstract

Although managing the adoption of innovations domestically can be frustrating, the complexity of the issue increases tremendously when companies take a global approach to marketing. Differences in cultural and religious values can have a great impact on the process of innovation adoption. This study investigates the role of these cultural and religious values, specifically, collectivism/individualism/, uncertainty avoidance and power distance. a conceptual model is presented to illustrate the relationship between cultural/religious values and adoption of innovation.

Department(s)

Business and Information Technology

Keywords and Phrases

Culture; Innovation; Marketing; Religion

Document Type

Article - Journal

Document Version

Citation

File Type

text

Language(s)

English

Rights

© 2007 Allied Academies, All rights reserved.


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